Peloton

Peloton Cycle is a wildly popular boutique fitness company based in New York City. It exists in two symbiotic universes: Its Chelsea studio, where locals come for classes, and virtually, live-streamed into the homes of thousands via touchscreens attached to their Peloton bikes. I provided copy for the original Peloton site, here and on the following slides.

A welcome banner to the Peloton Studio site. The Studio is a rider's second home.

Being a part of a livestreamed class that thousands will see--worldwide--is part of the thrill.

Peloton instructors are social media and fitness industry celebrities. They are the force behind the brand.

There is no bike like the Peloton bike—selling it is a sport all its own.

Live metrics and a live leaderboard for users cycling all over the world create a communal ride experience (and competitive spirit) like no other.

Peloton prides itself on its diversity of class types, since boredom is the enemy of fitness.

An example of an email to the Peloton riders database. Rich content like Instructor-created Spotify playlists help engage riders, keep them motivated, and feel closer to their instructors.

An example of an email to the leads database—those who are interested in learning more, but don't yet own a bike or take classes at the studio.